I seem to always write my tech posts on trains. Obviously it’s something about being awake at silly o clock in the morning which ends up inspiring me! Plus life is still so busy at the moment so you gotta grab the blogging time when you can!
So, let’s chat Pinterest. If you’re new to Pinterest then check out my beginners guide
which I posted earlier in the year. I want to build on that one now, as I was very excited last week when I saw on Pinterest the little Ads button. I’ve actually never advertised on a social media before but I’ve heard good things about promoted pins which have been available in the US for awhile.
You see, I was advertising on other blogs for awhile but although it definitely helps, I wanted to try something a little different. And Pinterest is really one of those sites which if something is picked up, can drive a huge amount of traffic.
Pinterest is the perfect example of the network effect in that it’s those initial repins which really matter – when you pin something it will only be shown to some of your followers, or the group boards followers. Only when it starts to get repins will it then be shown to a wider and wider group of people. I’ve found on pins that have done well, the pin really needs to get over a threshold of maybe about 20 repins will then grow more and more. Therefore, if there is something easy to get over that initial hump then that is ideal!
This is why I thought it would be handy to try this Pinterest ads thing – as if you get a viral pin, well then you can get a whole lot of traffic without really doing much! Pinterest ads are run by campaign, this means you can set a set monetary value per day, and the campaign will run until that money runs out.
There are two options for campaigns:
1. Engagement – this is where you pay per engagement, so every time someone clicks or repins your selected pin or follows you, you pay a small amount.
2. Traffic – this is where you pay per click on the ad, so every time someone clicks on the ad and views the blog then you pay a small amount.
How to set up the ad
1. To set up the ad itself, it is pretty simple but there are a few things to consider. First, you need to make sure you have a business account before you do anything.
2. You will then have the option to pick between the two campaigns and I’ll discuss their merits later on. Once you’ve picked the type of campaign you will pick the length, so how long you want the pin to be promoted for. Then based on this, you set a budget per day. Keep this in mind with your length, if you pick a 7 day campaign and put £20 a day then you are actually spending £140, it isn’t based on that initial amount!
So far I’ve only done 2 day campaigns, just to see what pins are doing best. I’ve done between £5 and £10 per day which brings to £20 or under for each campaign.
3. Once you have set that up, you then put in a bid for your cost per click or cost per engagement. Essentially, what this means is that it is the highest amount you are willing to pay per engagement. So for every time someone clicks on that ad, you are willing to pay x amount. The higher the value, the more your ads will be pushed out. The value also heavily depends on what others are bidding as their highest amount. Those higher will be seen more than those with a low bid. It’s important to note that you may not end up paying this amount, you might bid 0.25p per ad but actually end up paying 0.10p per ad.
When you set up the cost per click, it gives you guidance on what this should be based on other people putting ads out. I usually go to the smaller end of this scale and have never gone over 0.30p per campaign.
4. Once this is set up you will pick your pin – I always recommend to do a bright, clear pin which has done well on it’s own. It’s also good to pick one pinned to your own boards rather than a group board to encourage that engagement back.
5. Now it’s time to set your category and search terms. These are the terms where your promoted posts will appear so definitely make sure you pick ones which are relevant to the pin itself! I have been doing around 10 key words for each pin to make sure it is seen.
6. You are done! The campaign is ready to set off as soon as the date hits.
Which campaign is better?
I’ve now tried both campaigns and have definitely noticed that the traffic campaign is much better than the engagement campaign. I think this is because you only pay per click through to the blog, however with engagement, you end up paying just if someone expands your pin on the page, something which I’m not totally wanting! When I did a traffic campaign, I actually ended up with more engagement anyway – with a huge number of repins and even some followers too.
So overall, I do recommend giving it a try if you have a blog budget and looking to try a different type of campaign. But that said make sure:
- You use a pin which has done well before if possible
- The pin is pinned to one of your boards
- Try a little A/B testing with two pins for the same post to start to learn what is best
Have you ever paid to promote on social media? Do you think you’ll try the Pinterest promoted pins?
PS. Follow me on Pinterest here!